Santa Monica, Calif., Sept. 19, 2011—Farmers Insurance is launching two new TV commercials in its successful University of Farmers® campaign developed by RPA and starring actor J.K. Simmons as Professor Nathaniel Burke. These spots, which add to a catalog released since last September, continue promoting Farmers Insurance by playfully highlighting the expert advice that its knowledgeable agents dispense after receiving in-depth training at the actual University of Farmers in Agoura Hills, Calif.

"The University of Farmers campaign has been a lot of fun to develop. And more importantly, the campaign is really working," said RPA CD Tom Hamling. "Brand awareness is way up and people are beginning to see why Farmers has the best agents in the industry and the top training organization in the world."

To give viewers a sense of the real-life training that agents receive at the University of Farmers, RPA called on an all-star cast of directors. One of the new 30-second spots, "Critters," is directed by Academy Award®-nominated husband-and-wife team of Jonathan Dayton and Valerie Faris, who directed several previous spots for the campaign. In the spot, Professor Burke and America's finest agents demonstrate their road-kill expertise. Remarkably, the spot is completely live action, with a real deer, caribou, turtle, porcupine and other creatures appearing alongside the cast. "We actually had all of those animals in the room at the same time. Humor-wise, that's much more interesting than animatronics or CG," said Hamling.

O Positive Director David Shane, who already had a pair of University of Farmers credits to his name, shot "Celebration," in which Professor Burke and America's finest agents celebrate being a part of the No. 1 corporate training program in the world by dousing one another with a well-known sports drink.

RPA CD Laura Hauseman said, "We have been super fortunate to work with talented directors as we moved from phase one, focusing on expertise, and moving to phase two, where expert advice is emphasized. Based on the campaign's great success so far, we're looking forward to continuing with the University of Farmers concept."

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"Celebration" first air: 9/3/11Agency: RPAECD: Joe BaratelliGCD: Pat MendelsonCD: Laura HausemanCD: Tom HamlingAD: Katie CarlileCW: Chris JuhasAgency EP: Gary PaticoffAgency Senior Producer: Selena PizarroAgency Producer: Lyndsey WilsonProduction Co: O PositiveDirector: David ShaneDP: Toby IrwinEP: Marc GrillLine Producer: Ken LicataProduction Designer: Andy Reznick Editorial Company: Spot WeldersEditor: Haines HallAssistant Editor: Paul SabaterEP: David GleanPost Producer: Shada ShariatzadehTelecine Company: Company 3, Santa Monica, CATelecine Artist: Stefan SonnenfeldTelecine EP: Rhubie JovanovVisual Effects Company: PublicLead Flame Artist: James AllenVisual Effects Producer: Marlo KinseyVisual Effects Executive Producer: Kim NagelTitle Design: Laundry! CD(s): Anthony Liu, PJ Richardson EP: Michael BennettProducer: Matthew LorangerAudio Post Company: Eleven SoundAudio Post Mixer: Jeff PayneMusic Company: Elias Arts, LAComposer/Arranger: Jonathan EliasEP: Ann HaugenCreative Director: Dave Gold"Critters" first air: 9/19/11Agency: RPAGCD: Pat MendelsonCD: Laura HausemanCD: Tom HamlingAgency EP: Gary PaticoffAgency Senior Producer: Selena PizarroProduction Co: Bob IndustriesDirector: Jonathan Dayton / Valerie FarisDP: Chris SoosEP(s): Chuck Ryant, TK Knowles, John O'GradyLine Producer: Bart LiptonProduction Designer: Jeremy HindleEditorial Company: Spot WeldersEditor: Haines HallAssistant Editor: Paul SabaterEP: David GleanPost Producer: Shada ShariatzadehTelecine Company: Company 3, Santa Monica, CATelecine Artist: Stefan SonnenfeldTelecine Executive Producer: Rhubie JovanovVisual Effects Company: Public VFXVisual Effects Supervisors/Lead Flame Artists: James Allen & Chris NoellertCG Supervisor: Michael SheltonVisual Effects Producer: Marlo KinseyVisual Effects CD: Tony SmollerTitle Design: Laundry!CD(s): Anthony Liu, PJ Richardson EP: Michael BennettProducer: Matthew LorangerAudio Post Company: Lime Studios Audio Post Mixer: Rohan YoungEP: Jessica LockeMusic Company: Elias Arts, LAComposer/Arranger: Jonathan EliasExecutive Producer: Ann HaugenCreative Director: Dave Gold

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